ON THE SHELF: BRANDCHILD

Today's most savvy consumers are young, global-minded and
searching for brands with which to identify and they're all under
the age of 14. In BRANDchild, Martin Lindstrom, with help
from Patricia Seybold, presents the findings of a worldwide survey
of 'tweens' relationship with brands, conducted by Naperville,
Ill., market research firm Millward Brown. The study, which took a
year to complete, involved interviews and quantitative polling of
several thousand 9- to 14-year-olds in 11 countries. Lindstrom,
cofounder of Stockholm, Sweden-based marketing agency BBDO
Interactive Europe (today called Framfab) finds that 'tweens across
the globe are strikingly similar to each other. Regardless of where
they live, they have been bombarded with ads since they were born,
and as a result are able to tune out traditional marketing. These
young consumers respond better to integrated marketing messages and
word of mouth, according to the book, which offers companies ideas
about how to bring some buzz to their branding agendas.